Brandon McMillan to Unveil New Training Tools at Global Pet Expo 2026

STAMFORD, CT – February 13, 2026 – The pet industry is buzzing with anticipation as celebrity dog trainer Brandon McMillan, the Emmy-winning host of CBS's "Lucky Dog," prepares to take center stage at Global Pet Expo 2026. In a move set to capture the attention of over 20,000 industry professionals, McMillan will not only perform live training demonstrations but will also launch a brand-new collection of dog training tools, touted as a revolutionary step in making professional techniques accessible to everyday pet owners.

The event, scheduled for March 25-27 in Orlando, Florida, is the industry's premier trade show, and McMillan's prominent role signals a significant moment for both his brand and the pet training market. He is scheduled for daily appearances and two major keynote demonstrations on the opening day of the expo.

The McMillan Effect: Celebrity Meets Credibility

Brandon McMillan is more than just a television personality; he is a trusted authority in the animal world. With a viewership of over 1.1 million for his popular show "Lucky Dog," two bestselling books, and a highly-rated MasterClass, he has built a brand synonymous with effective, humane, and compassionate dog training. His philosophy, often summarized as "less is more," focuses on mastering fundamental commands to build a strong, reliable bond between dogs and their owners.

This deep-seated credibility positions his upcoming product launch in a unique space. In a market where celebrity endorsements are increasingly common, McMillan brings the weight of a seasoned expert. While research indicates 74% of consumers view brands endorsed by pet-loving celebrities more favorably, authenticity is key. McMillan's hands-on career, from rehabilitating shelter dogs on television to training service animals for high-profile clients, lends his endorsement a level of trustworthiness that is difficult to replicate. His existing products, such as the "Shake & Break®" and "Lure Stick," have already established his reputation for creating practical, force-free tools that address common behavioral problems. This track record sets a high bar for his new collection.

A Crowded Market Awaits Innovation

McMillan is entering a robust and rapidly evolving market. The global dog training equipment sector was valued at over $2.2 billion in 2024 and is projected to nearly double to $4.2 billion by 2034. This growth is fueled by a rising pet population and the "humanization" of pets, where owners increasingly invest in their animals' well-being and behavior.

Current market trends point towards a significant shift to positive reinforcement techniques and technological integration. Smart collars with GPS and health monitoring, AI-driven training apps, and interactive toys are becoming more prevalent. At the same time, there is a strong demand for premium, durable, and eco-friendly products that are both safe and effective. The challenge for any new product is to stand out in this crowded field.

The press announcement from the American Pet Products Association (APPA) and Pet Industry Distributors Association (PIDA), the event's presenters, describes McMillan's new line as "unlike anything currently available on the market." This bold claim suggests a significant departure from existing tools, promising an innovation that could disrupt the status quo. Whether this innovation lies in new technology, a novel design that simplifies complex techniques, or a unique material, the industry is eager to see if the products live up to the hype.

Global Pet Expo: The Industry's Premier Stage

Launching a product at Global Pet Expo is a strategic masterstroke. The annual event is the largest of its kind, a sprawling marketplace of ideas and commerce where the future of the pet industry takes shape. With nearly 1,000 exhibiting brands, over 3,000 new product launches, and an audience of retail buyers, distributors, and media from around the globe, it is the ultimate platform for making a splash.

For a new line of training tools, the expo offers direct access to the decision-makers who determine what appears on store shelves. The anticipation surrounding McMillan's launch is expected to draw significant traffic to his booth (#1419) and keynotes, creating a ripple effect across the convention floor. The endorsement from the event organizers themselves, who are highlighting his appearance as a major feature, underscores the perceived importance of this launch for the industry at large. This isn't just about selling a new leash or collar; it's about setting a new standard in the training category.

The Unveiling: What to Expect in Orlando

The centerpiece of McMillan's appearance will be two live demonstrations on Wednesday, March 25. During these sessions, attendees will get the first look at the new collection. The promise is that these tools, personally designed and refined by McMillan throughout his extensive career, will finally bridge the gap between professional trainers and pet parents.

The interactive nature of the demonstrations, where some attendees may have their own dogs participate, adds another layer of excitement and proof-of-concept. Seeing the tools work in real-time on unfamiliar dogs will be the ultimate test of their efficacy and ease of use. This live, unscripted format aligns with McMillan's brand of authenticity and practical application.

While specific details remain under wraps until the March unveiling, the focus is clearly on accessibility and results. The collection aims to empower average dog owners, giving them the confidence and the equipment to implement the same techniques used by one of the world's most renowned trainers. For retailers, this presents a compelling narrative and a product line with a built-in audience of millions who follow McMillan's work. The industry will be watching closely to see if this new collection can truly revolutionize how we train our canine companions.